Abstract
The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum. The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor. MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination. The results indicated that game attendance had a significant effect on respondents’ image of MetLife. Full results, as well as practical and theoretical implications, are discussed.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2017.070101
Publication Date
4-2017
Recommended Citation
Eddy, Terry, Dwyer, Brendan, and Slavich, Mark (2017). The impact of team outcomes, brand connection, and game attendance on the corporate image of a stadium naming-rights sponsor. Journal of Applied Marketing Theory, 7(1), 1-17. ISSN: 2151-3236 https://digitalcommons.georgiasouthern.edu/jamt/vol7/iss1/1
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